Along with our Head of Social Media, I led the reimagining of Alison’s social media strategy (both paid and organic), shifting the focus from quantity to quality and transforming organic social into a high-impact brand and revenue driver. This involved redefining content pillars, elevating creative quality, developing deeper user-persona understanding, strengthening the brand voice, and adopting a data-first approach to storytelling and community engagement — all without using influencers or paid creator partnerships.
 

Across a three-year period, the revamped strategy, along with more social-friendly content, delivered exceptional results on the organic front alone: a 116% increase in followers across major platforms, a 129% rise in impressions driven by stronger creative and optimised content cadence, and a 54% lift in direct revenue through higher engagement, clearer CTAs, and more strategic integration of product narratives.
 

These results demonstrated the power of insight-driven creative, platform-native storytelling, and a consistent brand voice, proving that organic social can be a meaningful growth engine even with zero media spend behind it.

In the PDF deck below, you’ll find an example of one such instance where we reimagined the strategy.